Naming a career site is something everyone thinks they can do – but few do well. Sorry, folks, it’s true. A good name is hard to find (and a good URL is even harder).
Well, you may ask, why? Let me suggest that these names come in 3 basic flavors, each presenting its own particular set of benefits and problems.
- Abstract: Monster and Dice are good examples. The names don’t have anything to do with jobs or careers. Massive amounts of marketing, longevity, and luck turned these names into employment brands. It’s not a coincidence that these site are two of the oldest job boards in the business, by the way. Being first has its advantages. Another advantage is that you’ll stand out from all of the ‘pragmatic’ sites (see #2). The disadvantage for a newcomer? You have to spend lots of time and money to ‘teach’ job seekers what your weird name means (I’m betting Eggsprout will face this at some point, for example).
- Pragmatic: Think of pretty much any job site you know: InsuranceJobs, JobsinSolarPower, MilitaryHire, etc. Put the words ‘career’, ‘jobs’, or ‘hire’ in the name. Job seekers understand you, Google likes you, and you’re in business. Of course, you’re one of thousands of sites with those words in their title – AND you may have trouble obtaining the URL you want. But there’s a reason why so many sites have gone this way.
- Middle of the road: Think of AfterCollege. It’s a name that says ’employment’ without beating you over the head. You can split the difference between abstract and pragmatic – and sometimes you might get a winner. In my opinion, these are the toughest names to develop.
What are your thoughts? What makes a good name good – and why?